In Best Buy’s latest Christmas commercial, the big box store comes off as kind and ever-so-thoughtful, whereas Santa’s tiny gifts won’t even fit into a stocking. In fact, the mom mocks him as he tries! She’s already filled them with Best Buy gifts for under $100.

Oh, Mom does suggest that he can fill her dog’s empty stocking. Message: if you can’t use a Kindle, you don’t deserve anything at all?

Shame on Best Buy for creating a commercial without a heart. May you sell little this year except for “Miracle on 34th Street.”